INDmoney, a pioneering fintech platform, has unveiled an impactful new campaign with a clear, memorable message: “Apne Money Ko Khali Mat Bithao” (Don’t let your money sit idle).
Through this campaign, INDmoney encourages Indians to embrace proactive financial management and take steps to grow their wealth by making smart investment choices.
The campaign features a series of four entertaining short films that capture relatable scenarios in everyday places like gyms, cafeterias, and hallways. Each story follows two main characters, one of whom is an INDmoney user with an empowered approach to personal finance, while the other’s savings simply sit idly in a bank account. These contrasting approaches serve as a lighthearted reminder of the benefits of making informed investment choices with INDmoney.
In each film, the INDmoney user proudly states, “Maine apne money ko kaam par laga diya hai” (I’ve put my money to work), sparking curiosity in their friend, who realizes their own savings are simply “sleeping” in their bank account. That’s when INDman, a superhero representing INDmoney, makes a dynamic entrance. The character Moneyman—symbolizing idle money—gets a wake-up call from INDman, encouraging viewers to break free from passive financial habits.
Ashish Arya, Vice President and Chief Marketing Officer at INDmoney, explains, “At INDmoney, our mission is to make personal finance easy and accessible, enabling users to take control of their financial future. This campaign sheds light on a simple yet important idea—while we all work hard to earn money, our savings often sit dormant. INDmoney offers tools and guidance that make it easy to actively manage and grow wealth, whether through investments in Indian and U.S. stocks, mutual funds, or by tracking all finances in one place.”
With a creative narrative developed by Supari Studios, Director Dipro Ghosal shares that the campaign’s aim was to present the message of financial empowerment in an engaging and humorous way. “We crafted these scenarios to reflect people’s everyday lives and illustrate the impact of active money management,” Ghosal explains. “Through humor and relatable characters, we hope to make the subject of financial empowerment more approachable and inspire audiences to take control of their money.”
The “Apne Money Ko Khali Mat Bithao” campaign will be shared widely on digital and social platforms, with both organic and paid media efforts amplifying its reach. INDmoney aims to connect with audiences across India, urging them to make their money work for them through smart financial choices. By combining humor, relatable scenes, and the charismatic INDman mascot, the campaign promotes a clear message: financial independence and smart money habits are achievable for everyone.
With this campaign, INDmoney highlights its commitment to empowering individuals on their journey to financial freedom. It’s a timely reminder for Indians to rethink their money management habits, make investments that grow, and ultimately, put their money to work for a secure future
